The win comes as the fifth triumph since 2011 and is testimony to the loyalty inherent in the South African market in Dunlop as a brand of choice.
The Ask Afrika Icon Brands Survey sources its data from the Target Group Index (TGI), the largest of its kind in South African with 19 consumer sectors, across 163 product categories. Thousands of brands across hundreds of product categories were included in the initial analysis with only 28 Icon Brands identified for 2017/2018.
Dunlop, which has a strong heritage dating back to over 120 years, has been at the forefront of developing quality products, setting new motorsport milestones, and pioneering ground breaking innovations in vehicle safety and performance.
The company hopes to retain this status through the support of its retailers – Dunlop Zones and independent distributors alike – who continue to act as the custodians of the brand and drive its success in the marketplace.
Maria Petousis, Director of Target Group Index Southern Africa (Pty) Ltd, which runs the Ask Afrika Icon Brands Survey, said an enumerated area sampling design was employed and the universe includes all communities with more than 8 000 inhabitants over the age of 15. Over 15 000 consumers were surveyed representing over 25 million adult South African consumers.
“South African consumers vote with their hearts and wallets to select their Icon brands. These are brands that have established a durable and timeless relationship with South African consumers, irrespective of background or living standard.
“Icon brands are celebrated as they have mastered the complexities inherent in serving emerging and polarised markets. By doing so, these brands have expanded their horizons and in the process have attracted a broad and diverse consumer base,” said Petousis.
Yvette Govender, Director Marketing and Business Development at Sumitomo Rubber South Africa (Pty) Ltd (SRSA), parent company of the iconic brand, said it was uplifting to have Dunlop – already a world tyre brand icon – reaffirmed as the winner in the 2017/2018 Icon Brands Survey.
“Earning a nation’s trust is not easy. High standards of quality, affordability and availability have clearly combined to endear the Dunlop brand to South Africans. At a time when cash-strapped consumers are showing less commitment to brands, it is indeed inspiring to see that Dunlop has been able to build loyalty with consumers.” said Govender.